The news: Big Tech is cracking down on high-volume email. Gmail just empowered users to unsubscribe in bulk, Google and Yahoo began enforcing strict sender rules for anyone dispatching over 5,000 emails a day in February 2024, and Microsoft followed suit in April, per MarTech. 

These new standards aim to reduce spam and improve user experience by requiring senders to meet three key criteria: proper authentication, low spam complaint rates, and one-click unsubscribe options. Non-compliance risks message rejection.

Why It matters: Big Tech’s recent high-volume email controls mirror Apple Mail’s 2021 privacy shift, and the result could be even more dramatic.

Apple Mail’s privacy update shook email marketers by hiding open rates and user behavior. This new crackdown targets email workflows—but hits just as hard. Platforms are asserting control and forcing marketers to earn continued access to users.

• Like Apple’s update, these changes shift power from senders to recipients.
• Poor authentication or spammy practices now result in blocked campaigns.
• Mail deliverability depends more on technical hygiene over content quality.
• Agencies and teams reliant on automation or legacy tools may lag behind.

Key stat: Gmail (72.1%), Microsoft Outlook (33.7%), Yahoo Mail (20.3%), and Apple Mail (7.4%) make up the majority of mailbox providers used by email marketers worldwide, per Sinch. Their bulk mail controls could be impossible to overcome without proper compliance.

A playbook for marketers: There’s no workaround—only compliance. Marketers must audit domain authentication (SPF, DKIM, DMARC), enable easy unsubscribe links, and monitor spam compliance rates. 

Legacy tools may still work for basic email needs, but without deeper customization, they risk triggering the new bulk-mail rules. 

Brands need modern infrastructure and tighter list hygiene to avoid getting blocked. Postmark by ActiveCampaign or SendGrid by Twilio are examples of platforms built for high deliverability, real-time monitoring, and compliance.

Our take: The crackdown on bulk email is permanent. Marketers must audit email practices now to avoid disruptions. Compliance ensures deliverability and maintains audience trust, making authentication, monitoring spam rates, and streamlining unsubscribes a priority.